From its conception in 1989, G-Star has been known for its innovative and cutting edge style in the world of denim. Pushing the boundaries, continuous experimentation and product development, has led to a strong following worldwide. The rough, rudimentary and raw characteristics of the brand allows G-Star to maintain its distinct and unorthodox style. "Just the product" has always been G-Star's philosophy. Since the premiere of Raw Denim in 1996, authentic details and functional attributes have given the collections a strong sense of identity.